Nike has rolled out its newest ad campaign, and this time, it’s not just about shoes or jerseys.
The spotlight is on the gaming world—and it includes a standout nonbinary furry.
This move comes as the iconic sportswear brand navigates a rocky stretch in sales, while rivals like Adidas and Hoka continue to pull ahead in profits.
Gaming Meets Fashion in a Bold Collaboration
The campaign, called Gaming Division, is a collaboration with British designer Martine Rose and is aimed squarely at the video gaming community.
Launched on October 30, it features five gaming-inspired “characters” that Nike is calling “heroes of a modern arena,” each meant to embody creativity and energy in digital sports.
Among them is Dominique McLean, 27, a professional esports player whose furry persona, Sonic Fox, has become legendary.
McLean, who goes by he/they pronouns and identifies as gay and nonbinary, has earned more than $800,000 competing in fighting games.
Known for sporting a blue-and-white fox suit with a massive Sonic-style head, McLean brings a unique flair to the world of competitive gaming.
Spotlight on Dominique McLean
From Delaware, McLean is arguably the highest-paid fighting game esports player globally.
Their inclusion in Nike’s campaign highlights the brand’s effort to explore new perspectives on sport.
“Gaming is a new lens into how we view sport, and I want to help expand that lens,” said Rose, emphasizing the desire to spotlight the corners of mainstream culture through fashion.
The collection itself mixes sports, gaming, and streetwear, featuring hoodies, football knits, and ski parkas.
In the 90s-inspired ad, McLean temporarily swapped their signature Sonic Fox mask for werewolf-like features, while other prominent gamers—including Ana, Billy Mitchell, Scarlett, and TenZ—appeared as their own unique characters.
However, in a campaign photoshoot shared on social media, McLean did wear the iconic white-and-blue headpiece, linking back to their established persona.
Nike’s Financial Hurdles
Nike has faced a steady drop in revenue since early 2024, although the most recent quarter showed a modest uptick.
Revenue rose 1 percent year over year to $11.72 billion, compared to $11.59 billion the previous year.
While CEO Elliot Hill expressed cautious optimism, CFO Mathew Friend warned that the company expects growth to slow in the coming months.
Hill admitted last month that online sales had been struggling: “Organic traffic has slowed.
We are working to find the right assortment and marketing mix to consistently bring consumers back to our digital ecosystem.”
Additional pressures include tariffs, which Nike now expects to cost around $1.5 billion this year—a sharp increase from prior estimates—affecting the brand’s manufacturing in Vietnam, China, and Indonesia.
Rivals Are Pulling Ahead
Meanwhile, Nike’s competitors have been enjoying smoother rides.
Hoka saw an 11 percent sales increase in the most recent quarter, reaching $634.1 million, while Adidas reported a 12 percent jump in revenue year over year, totaling about $7.73 billion.
Nike’s gamble on gaming culture, including spotlighting unique voices like McLean’s, seems aimed at reinvigorating the brand and connecting with younger audiences in a crowded marketplace.
But whether this strategy can help offset ongoing digital sales challenges and external pressures remains to be seen.
Looking Forward
Nike’s new campaign marks a bold step into the intersection of gaming, streetwear, and sport, but the company’s leadership acknowledges the road ahead won’t be simple.
With the market growing ever more competitive, Nike is betting that cultural relevance—through unconventional stars and niche communities—might be just what the brand needs to regain momentum.